If right this minute someone asked you what type of business you’re in and what you do for your customers, could you tell them in 10 seconds or less? If not, you’re probably in trouble.
So many people think that getting publicity is as simple as sending out a press release. Sorry, Scooter, it’s not that easy.
When you send out your press release, you’re conveying a lot of information to the reporters.
The very first thing you convey to the reporters is NOT your story. Does that surprise you? Well, it surprises the vast majority of people.
When a reporter picks up your press release he does NOT first look to see what your story is about. The first thing he looks for is whether or not you know how to play the publicity game.
In a busy newsroom it’s not unusual for a reporter to get from 100-300 press releases per day. Obviously he does not have time to contact all of these people each day. So he has to screen them as quickly and easily as possible.
One of the fastest and most effective ways of screening press releases is to simply look at them.
Don’t read a word of them.
Just look at them.
Do they look right? Are they in the right format? If not, it’s a pretty good bet that this person doesn’t know how to do a good interview.
Reporters are very willing to help you promote your business if you’ll give them what they want – a good story. But they aren’t willing to teach you the publicity game. That’s what my publicity kit is for.
So, if you write your press release the correct way, the reporter gets the feeling that you may know how the publicity game works. So he gives you a call. He may be giving you a call to get more information about your story. But more importantly, he’s calling you to confirm that you know how to play the publicity game.
The reporter will ask you a few questions to see if you know the right answers. One of the key questions he’ll ask is about your story. He’ll tell you he wants to know more about your story.
Well, he may want to know more about your story, but that’s actually what the interview is for. What he really wants to know is whether or not you can get to the point in 10 seconds or less.
Can you get to the point?
If you can, the reporter now has a more comfortable feeling that the time he spends with you will be well invested.
If you can’t get to the point in 10 seconds or less, lots of other people can. So the reporter is likely to end his conversation with you and move on to someone who knows the rules.
A key rule of winning lots of profit-producing publicity – get to the point in 10 seconds or less.
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